Writing your Bachelor's Thesis with us

Living with flatmates or in co-living spaces  means sharing a constant sensory environment. From ambient noise and cooking smells to clutter and lighting, sensory cues shape how we feel, act, and interact in shared spaces. This Bachelor thesis investigates  how small sensory details make us feel at home, trigger conflicts, or push us to buy things. Students will have the opportunity to combine theoretical–conceptual approaches with qualitative empirical research, such as qualitative interviews, diaries, or observational studies. The thesis is co-supervised by Monika Koller.

Contact: melanie.regber@wu.ac.at

An empirical investigation into which types of personal data people feel more or less ownership over.

Contact: susanne.ruckelshausen@wu.ac.at

An empirical investigation into the things people feel the strongest sense of ownership toward, for example, physical vs. digital possessions or objects vs. living beings.

Contact: susanne.ruckelshausen@wu.ac.at

An empirical investigation into how delivery times and the anticipation of receiving a product shape consumers’ experiences and responses.

Contact: susanne.ruckelshausen@wu.ac.at

If you want to apply on this topic or have any questions, please contact: till.bieg@wu.ac.at

If you want to apply on this topic or have any questions, please contact: till.bieg@wu.ac.at

If you want to apply on this topic or have any questions, please contact: till.bieg@wu.ac.at

Second-hand fashion is booming, driven by platforms like Vinted and Vestiaire Collective and by growing interest in circular consumption. Research shows that product design matters not only when a product is bought, but throughout its whole life. For example, symmetrical designs can lead consumers to use products longer (D'Aniello et al., 2026), while unique, customized designs can reduce a product's resale value because they reflect the original owner's taste (Fuchs & Schreier, 2023). But which designs work best when a product enters the second-hand market? A design that is attractive when buying new may not be what consumers look for when buying pre-owned. In this thesis, you will investigate whether and how design preferences differ between first-hand and second-hand fashion purchases. Possible design features include symmetry vs. asymmetry, classic vs. trendy styles, uniqueness, logo visibility, or colors and patterns. Outcomes may include purchase intention, perceived value, perceived durability, willingness to pay, or intention to resell. The thesis includes an original empirical study, for example an online experiment that compares product designs across first-hand vs. second-hand purchase scenarios.

Contact: alba.daniello@wu.ac.at

Consumers increasingly rely on AI in their daily lives, from ChatGPT-style assistants and shopping recommendations to AI companions. This thesis explores what this means for sustainability and consumer well-being. On the sustainability side, AI can help consumers make greener choices, but it also has a large, invisible environmental footprint. On the well-being side, AI saves time and effort, but it may reduce consumers' sense of autonomy, competence or self-control. Possible questions include: Does knowing about AI's environmental impact change how consumers use it? Can AI nudge consumers toward second-hand or more durable products? Does delegating decisions to AI make consumers feel less competent? You can choose one angle or propose your own question. The thesis includes an original empirical study (e.g., experiment, survey, or interviews).

Contact: alba.daniello@wu.ac.at

Ziel dieser Bachelorarbeit ist es, sowohl auf die persönliche als auch historische Nostalgie einzugehen und den Einsatz von Nostalgie im Marketing zu erläutern. Die theoretischen Erkenntnisse sollen durch Beispiele aus der Praxis veranschaulicht und untermauert werden.

Kontakt: gerlinde.spicko@wu.ac.at

Diese Bachelorarbeit soll aufzeigen, wie in der Lebensmittelindustrie Bedürfnisse von Konsument:innen aufgegriffen, diese aber auch durch Marketingstrategien gelenkt werden. Ziel ist es, das Thema theoretisch fundiert aufzuarbeiten und die Erkenntnisse durch konkrete Praxisbeispiele zu veranschaulichen.

Kontakt: gerlinde.spicko@wu.ac.at

Students are also encouraged to apply with the thesis topics of their own interest.

Contact: monika.koller@wu.ac.at